May 18, 2020 Content Chat Recap: Making Time For Reflection And Q3 Content Marketing Priority Setting

Although most businesses are still adjusting to the new terms of our world, we now have a better understanding of how to operate in this virtual-first society and the ways that marketers can keep providing value to their audiences. For this #ContentChat, Erika led the community through an exercise to reflect on this turbulent first half of 2020, prioritize Q3 goals, and draft an action plan to kickstart our content marketing for the remainder of 2020. Read through the conversation below and use the questions to guide you in developing your plan for the rest of 2020.

Q1: What has been the most memorable moment, from a content marketing perspective, since the start of this year?

To say the least, 2020 has given marketers a lot to talk about. Some highlights for our community include the increased focus toward employees in company content…

I’m writing an article on how companies seem to have catapulted “the employee” to no. 1 stakeholder status as depicted in their content. I would argue it goes a) employee b) customer c) shareholder. “Our employees are our primary concern during this time.” Thoughts? #ContentChat

Pre-Covid I don’t think this was the case it was (arguably) a) customers b) shareholders c) employees. The pandemic seems to have upended things – ie the public are demanding transparency from companies to treat their people well. It’s good companies are responding. #ContentChat

The abundance of free content and tools released to help people and companies navigate our new reality…

Oh that question was meant in a general, not personal lens. Sorry for that. In that case, I think it was awesome the way certain businesses took steps to make their product or service free in response to C-19. For example, @ahrefs offering a premium course for free. #ContentChat

A1: The most memorable has been seeing main stream broadcasters have broadcasting issues with livestreaming and clearing the way for livestreaming to be more about the content than the setup.#ContentChathttps://t.co/QsCbN6YBnE

A1) The sheer influx in content. New content from new creators, stronger content from louder creators, re-imagined content from creative creators. The last few months have seen incredible speed & ingenuity as far as content goes. #contentchat – Diana

A1Right as shelter in place orders were coming out, we scrambled to create a lot of content with messaging relevant to the new crisis. The digital infrastructure our platform provides is conducive to remote work, so this was an opportunity to help SMBs in transition. #ContentChat

The growing focus on the “social” part of social media…

Very true. I’m lovin’ the way social media has become more about being ‘social’ now and also enjoying the spike in certain content formats like live videos and webinars – there’s lot to learn there. #ContentChat

A1: We’ve seen our clients do some impressive pivoting in terms of content strategy. In a matter of days (hours?) they went from marketing service lines to being a supportive and reassuring voice for their community. #contentchat

I think the challenges presented by the pandemic are helping to foster more sustainable and efficient business models. It’s tough now, but standing on the other side of it I think business, tech, and customer experience will all be greatly improved. #ContentChat

And personal achievements like newsletter launches and increased interest in paid services.

A1b: From a personal business perspective, launching my newsletter has been memorable and it has helped me better align what I’m working on, writing about, and what we’re talking about each week here in #ContentChat

Q2: What are the three biggest #contentmarketing lessons you’ve learned since the start of the year?

The world of content marketing has experienced a considerable shift given the rise of social distancing, providing several lessons on how to future-proof your content marketing. Our top takeaways? Always be ready to pivot…

A2a: My 3 big takeaways this year have been

1) content marketing plans need to be flexible enough to flex and bend with unforeseen circumstances while staying true to the strategy. #ContentChat

Diversify your content formats and explore channels that may be of value for your audience…

A2b: 2) Marketers need to make more time to understand their audience to be ready for things like capitalizing on #AnimalCrossingNewHorizons as a community outreach and engagement opportunity. #ContentChat

Building an actual community (not just “followers” or “subscribers”) is crucial for surviving through times of hardship and crisis. This includes creating content focused on the needs of your audience and communicating in transparent and honest ways.

A2: 1 – processes need to be reviewed, 2 – fast action and overhaul is possible when it’s really needed, 3 – Engagement is so key, and this time alone in our homes proves that even from a personal perspective. #contentchat

A2: I think the pandemic helped us reflect on some pillars of good content marketing: be flexible, be authentic, know your audience. Sure, we may have known this already, but the pandemic underlined how important these features are in a content strategy. #contentchat

Internal barriers should be reviewed/lifted to allow for quick content production.

A2c: 3) Companies who are not agile enough to allow their content marketing teams to make decisions and produce content quickly, without having to have it vetted by endless committees risk coming out with a stale message well after everyone else in their market. #ContentChat

Touche. Internal communications was like the plain cousin to the glitzier external communications, but now it’s having its swan moment – seeing job openings for internal communications positions. It’s great to see. Comms is owning it too (was often lumped into HR). #ContentChat

More frequently assess the competitive landscape given the rapid shifts in business strategies…

A3: 1. continuous reviews of the competitor landscape to determine where it is going and how I can move in the same direction (or be one step ahead). 2. Working in an agile way to pivot when required. 3. Build stronger relationships #contentchat

A3] Agree that monitoring the competitive landscape is especially important during difficult economic times. Also assess what the major market players like @Google@amazon@Facebook & @Microsoft are doing.

A3] I suggest using a content calendar that works for your entire team including freelancers. When necessary, either use your phone’s voice messages or postits. Both fit in your pocket. #contentmarketing#contentchat

1. Be adaptable even if you’re a planner. 2. Don’t overthink what you write. Write what you feel and someone will relate. 3. Make consistent deadlines and stick to them. #ContentChathttps://t.co/K30cDVAXzB

Use data and social listening tools to better understand our audience’s needs…

A3: Increased listening and analyzing to facilitate more targeted, segmented content. And while SEO is still a crucial piece to the puzzle, I think we all need to look more at what our readers and clients need to help them in their day-to-day. #contentchat

Increase our knowledge of the tech and tools that are critical for the future of business…

And shift service offerings to adhere to shelter-in-place orders.

A3a: I’m working on a series of online intensive marketing training sessions w/ @SuperDeluxeMo for later this year and, in general, thinking about more ways to be a valuable trainer and resource that don’t involve getting on an airplane. #ContentChathttps://t.co/KOKOuwrb40

A3b: I’m also not waiting for the perfect time to launch my cottage baking project. Instead, I’m going to ease on into taking online orders for my @ErikaGlutenFree baked goods starting in June. #ContentChat

Q4: Who are you grateful for and why?

Expressing and practicing gratitude is an important way to build deeper relationships and cultivate a more positive life view, especially during difficult times. The community shared the people and things that they are grateful for below. Have you expressed gratitude recently?

A4. I’ll give a shoutout to @lizwillits and @upmostmike here. The list is long, actually. But, for now, they deserve a shout for all their kindness and fun conversations. #ContentChat

A4: What a wonderful question to ask, Erika! I’m grateful for Twitter chats. I love talking shop with people who are in same situation but can open my eyes to a new, fresh strategy, concept or tactic. Love it, love it. #contentchat – Diana

A4. Definitely our Marketing Director, @MissAleCristina, for pushing us all to be better, and making sure everything is organized and on brand. Also our fearless leader, @larshelgeson, for providing us with a sense of calm and consistency during these trying times.#ContentChat

Things that I am grateful for even when times are tough: A roof over my head and a warm home. Access to drinkable water and food Small and free pleasures of life. Access to the internet. My friends and my family. My health. The kindness of people #contentchat

— Nate (Formerly known as the Jazzy Goat) (@UncensoredNate) May 18, 2020

A4: I’m grateful for family and friends who support my journey to becoming an entrepreneur in the digital space, which means I get to work on exciting projects and review the processes, etc. behind these! #contentchat